Entries in sound brand
(2)

Although we are often taken to write about funny commercials and web videos that make us laugh, there a few things more moving than something that reminds us of how precious our ability to hear is and how powerful and important sound is in our lives.

This video features a 29 year old girl who is hearing herself for the first time after receiving an implant and its very moving.

The power of sound is so undeniable. As marketers and brand experts, we often times take this fact as a given and favor/focus on visuals over music and sound, but as a branding tool, there are few mediums more powerful for creating indelible impressions, driving emotion, storytelling or communicating brand sentiment. Whether it's a human voice, a music score that moves us, a sound logo or a rocking music license that reminds us of our youth - every moment becomes a part of our life's (and brand's) soundtrack and is an opportunity to make a meaningful connection or communicate identity. Music and sound are universal languages, easily understood by most, and processed in the emotional core of our brains where they are tied so closely to both memory and cognition.

Like most, I couldn't imagine a world without music or sound or what it would be like to hear my loved one's voice for the first time. I could not imagine what it would be like either as a marketer or composer if every piece of communication we produced or every film we scored was silent. Watching this video reminds me of the importance of music and sound, affirms what I chose to do in life in sound branding and music, and the responsibility and gift we enjoy. We love this video on every level and thought it would be a great share.

P.S. If the first video above doesn't have you in tears . . . The follow-up video below on Ellen will.

Those nuts at Wonderful Pistachio are at again . . . and this time with the infamous honey badger (above television commercial). What we find interesting (other than the commercials being funny) . . . They continue to establish their brand by using a playful violin and brush drum end tag / stinger as their mnemonic (ya know, that little sound doodle at the end of their spot after the stock music).

Gone is their ace composer - the keyboard playing cat from previous campaigns. Here to stay is a two instrument sound brand communicating simplicity and whimsy with a down home acoustic/organic feel that is consistent with the campaign and brand. We like this use, and it works well here, moreover, it also shows how different pieces of music can work well together within a multi-spot campaign (and given that the rest of its production music it was likely ok on their budget). Check out their other videos online here starring Crytsal the Monkey, Kermit The Frog, Angry Birds, Snooki and Mr. Bill too!